Most Malaysians have never heard of Hongqi. By the end of 2026, that’s going to change.
China’s most prestigious automotive brand — the one that carries presidents, generals, and heads of state — has officially confirmed Hongqi Malaysia as one of its key right-hand drive markets. Quill Group has been signed as the exclusive importer and CKD distributor, with a brand launch locked in for mid-2026.
But here’s the question everyone is asking: what models are actually coming, how do they compare to European rivals, and how much will they cost?
We dig into all of it.
What Exactly Is Hongqi?
Hongqi (红旗) means “Red Flag.” Founded in 1958 under China’s state-owned FAW Group, it is the oldest Chinese passenger car brand and the official vehicle of the Chinese government. President Xi Jinping’s armoured state car is a Hongqi. The motorcades at China’s national parades are Hongqi. Chinese ambassadors around the world travel in Hongqi vehicles.
Often dubbed “China’s Rolls-Royce,” Hongqi started in 1958 as a provider of cars to Chinese dignitaries, heads of state and VIPs. Its ultra-luxury models are offered under the Golden Sunflower series, which includes the Hongqi Guoli — a 6-metre-long luxury limousine costing 7.2 million yuan. In comparison, its Rolls-Royce competitor, the Phantom, starts at 8.5 million yuan.
Today, Hongqi sells across the full luxury spectrum — from premium SUVs and luxury EVs all the way up to state limousines that cannot be purchased by the general public.
FAW Group currently exports Hongqi vehicles to over 87 countries and regions worldwide, including Europe, Latin America, the Middle East, and Southeast Asia.
The Hongqi Malaysia Connection You Didn't Know About
Before Hongqi was commercially sold in Malaysia, our King was already driving one.
His Majesty Sultan Ibrahim, King of Malaysia, took delivery of his L5 last year, becoming the world’s first owner of the second-generation Hongqi L5 — the brand’s flagship state limousine. The L5 sits in the ultra-exclusive Golden Sunflower range, reserved strictly for heads of state. It cannot be purchased. It is bestowed.
The brand further cemented its presence during the ASEAN Chairman’s Summit, where the N701 was specially flown in to serve as the official state vehicle for Chinese President Xi Jinping during his visit to Malaysia.
Malaysia already has Hongqi royalty. The commercial launch makes it official for everyone else.
The Models Likely Coming to Malaysia
No final model lineup has been confirmed for Malaysia yet. But based on what Hongqi is launching in Singapore — our closest comparable right-hand drive market — and what the brand is pushing globally in 2026, here is what to realistically expect.
Model 1: Hongqi E-HS9 — The Flagship Full-Size Electric SUV
The Hongqi E-HS9 is Hongqi’s global flagship EV and the model confirmed for Singapore’s market debut. It is the most internationally exported Hongqi model and the natural first choice for Malaysia.
The E-HS9 is 5,209 mm long, 2,010 mm wide and 1,731 mm tall, with a 3,110 mm wheelbase. It’s a two-motor EV that can be had with up to seven seats. The front motor is always a 218 PS/300 Nm unit, but the rear motor can be either a 218 PS/300 Nm or a 333 PS/450 Nm one. Globally, battery options are 84, 99 and 120 kWh, yielding WLTP ranges between 380 and 515 km.
There are versions with air suspension, matrix LED headlamps, up to 16 speakers, up to eight airbags including rear side airbags, and intelligent dampers. Full ADAS is standard.
How It Compares:
| Model | Size | Range | Price (est. Malaysia) |
|---|---|---|---|
| Hongqi E-HS9 | 5,209 mm | Up to 515 km (WLTP) | RM450,000 – RM600,000 |
| BMW iX xDrive50 | 4,953 mm | 630 km (WLTP) | ~RM460,000 |
| Mercedes EQS SUV 580 | 5,125 mm | 610 km (WLTP) | ~RM550,000 |
| Audi Q8 e-tron | 4,915 mm | 582 km (WLTP) | ~RM450,000 |
Priced around 590,000 yuan (approximately S$105,680) in China, the fully electric E-HS9 is a competitor to the BMW X5 and Mercedes-Benz GLE.
Malaysian Price Estimate: With CBU import duties and luxury taxes applied, expect the E-HS9 to land in the RM450,000 – RM600,000 range. CKD operations — once running — could push this closer to the RM380,000 – RM480,000 range, making it significantly more competitive against German alternatives.
Model 2: Hongqi E-007 (EV SUV) — The BMW X3 Rival
The Volume Model
The full-electric E-007 is a mid-sized SUV that was displayed as a concept car at the Auto China motor show in Beijing. As the car is smaller and less expensive than the E-HS9, media reports say that it will also compete against German luxury models such as the BMW X3 and Mercedes-Benz GLC.
The E-007 is part of Hongqi’s push to cover the mid-size premium SUV segment — where the volume is. While the E-HS9 is the prestige flagship, the E-007 is likely to be the model that sells in bigger numbers in Malaysia.
How It Compares:
| Model | Segment | Est. Range | Price (est. Malaysia) |
|---|---|---|---|
| Hongqi E-007 | Mid-size luxury SUV EV | ~500 km (est.) | RM280,000 – RM380,000 |
| BMW iX3 | Mid-size luxury SUV EV | 461 km (WLTP) | ~RM320,000 |
| Mercedes GLC 300e | Mid-size luxury SUV PHEV | ~100 km EV | ~RM370,000 |
| Volvo EX60 | Mid-size luxury SUV EV | ~500 km (est.) | ~RM300,000 |
Malaysian Price Estimate: Expect the E-007 to be positioned in the RM280,000 – RM380,000 range — squarely targeting the sweet spot of Malaysia’s premium SUV market.
Model 3: Hongqi EH7 — The Luxury Electric Sedan
The Business Flagship Sedan
The EH7 (Red Flag E001) is a mid-size pure electric sedan with CLTC range up to 820 km, supporting power exchange and 800V supercharging.
The Hongqi EH7 boasts an impressive range of up to 660 km, with advanced low-temperature battery technology ensuring that the battery maintains near-full capacity at -10°C and 90% usable capacity at -20°C.
The EH7 was launched internationally in Jordan in 2026 as part of Hongqi’s Middle East and global push, signalling it as a priority export model. Its positioning as a sleek luxury electric sedan puts it directly up against the BMW i5, Mercedes EQE, and Audi e-tron GT.
How It Compares:
| Model | Type | Range | Price (est. Malaysia) |
|---|---|---|---|
| Hongqi EH7 | Luxury EV Sedan | Up to 820 km (CLTC) | RM280,000 – RM360,000 |
| BMW i5 M60 | Luxury EV Sedan | 516 km (WLTP) | ~RM400,000 |
| Mercedes EQE 500 | Luxury EV Sedan | 654 km (WLTP) | ~RM450,000 |
| Audi e-tron GT | Luxury EV Sedan | 488 km (WLTP) | ~RM500,000 |
Malaysian Price Estimate: If Hongqi prices the EH7 aggressively — which is their stated global strategy — expect it to land around RM280,000 – RM360,000. That would make it the most range-competitive luxury EV sedan in its price band in Malaysia.
Model 4: Hongqi Tiangong 06 — The 800V Fast-Charge SUV
The Tech Flagship
The Tiangong 06 SUV is priced from 191,800 yuan (approximately USD 26,700) in China, adopts an 800V high-voltage architecture enabling charging from 10% to 80% in just 12 minutes, and delivers up to 610 km of CLTC range. It also supports external discharge at 6 kW.
The 12-minute 10-to-80% charge time is genuinely class-leading. For Malaysian EV buyers worried about charging infrastructure, this could be the most practical luxury EV in the lineup.
How It Compares:
| Feature | Hongqi Tiangong 06 | Porsche Cayenne E-Hybrid | BMW iX M60 |
|---|---|---|---|
| Architecture | 800V | 400V | 400V |
| Charge 10-80% | ~12 minutes | ~35 minutes | ~35 minutes |
| Range | 610 km (CLTC) | ~90 km EV only | 566 km (WLTP) |
| Est. Malaysia Price | RM300,000 – RM400,000 | ~RM650,000 | ~RM550,000 |
Malaysian Price Estimate: Based on Chinese pricing and typical import/tax calculations, expect RM300,000 – RM400,000 — dramatically cheaper than a Porsche Cayenne with far more advanced charging capability.
Hongqi vs European Luxury: The Full Price Picture
Here’s where it gets interesting for Malaysian buyers. Hongqi’s stated global strategy is to compete with Mercedes, BMW, and Audi — but undercut them on price.
| Hongqi Model | Est. Malaysia Price | European Rival | Rival Malaysia Price |
|---|---|---|---|
| E-HS9 (flagship EV SUV) | RM450k – RM600k | Mercedes EQS SUV | ~RM550k – RM700k |
| E-007 (mid-size EV SUV) | RM280k – RM380k | BMW iX3 | ~RM320k – RM380k |
| EH7 (luxury EV sedan) | RM280k – RM360k | BMW i5 | ~RM380k – RM450k |
| Tiangong 06 (800V SUV) | RM300k – RM400k | Porsche Cayenne E-Hybrid | ~RM600k+ |
Note: All Malaysian price estimates are projections based on Chinese retail pricing, regional market comparisons (Singapore, Vietnam), and standard Malaysian CBU import duty calculations. Official pricing will be confirmed at the mid-2026 launch.
If these estimates hold, Hongqi will offer something genuinely rare in Malaysia’s luxury car market: European-grade specifications and prestige positioning at a meaningful price discount.
Should You Be Excited?
If the pricing lands where the numbers suggest, yes — genuinely.
Hongqi is bringing something Malaysia’s luxury car market has never had: a prestige brand with a heritage story as compelling as any European marque, EV technology that rivals or exceeds German alternatives on key specs, and pricing that could significantly undercut the establishment.
The E-HS9 gives you full-size EV SUV presence at below Mercedes EQS SUV money. The Tiangong 06 charges faster than anything else in its segment. The EH7 offers over 800 km of claimed range at BMW i5 money — or less.
Whether the brand story resonates with Malaysian luxury buyers is the real question. Prestige in this market has historically meant German, British, or Japanese. Hongqi is asking Malaysians to see Chinese luxury differently — and it has the Yang di-Pertuan Agong’s endorsement to back it up.
Mid-2026. Watch this space.
